GOALS FOR THIS SESSION
In this session, you’ll learn:
- 5 questions your “about” page should answer…
- 7 key factors for a successful “about” page…
Your goals at the end of this session:
- Watch the training video…
- Implement the ideas you learned into crafting your own “about” page…
Does your “about” page or photographer bio make people more interested in hiring you, or is it actually sending people away?
If you aren’t as busy as you’d like, this is definitely one question you should work hard to answer because it makes the difference between wowing your prospects, or having them say “meh” and leaving your website in search of someone else.
Your “about” page or your photographer bio can be some of the most popular pages on your website, but they’re also the most mishandled because photographers misunderstand the reason for these pages and what they should say.
For example, does it truly matter to your prospects if you’ve been a professional photographer for the last 20 years, or if you took your first selfie in the delivery room with the camera you were born with?
Your passion for photography, and the gear in your camera bag, are all great things to tell potential clients about, but do they make a real difference when it comes to making the right connection and getting people to hire you?
The surprising answer is “no”.
In fact, most “about” pages could actually be working harder to send people away than keeping them close!
The Best “About” Pages Answer 5 Critical Questions
Your “about page” should aim to answer 5 basic questions in the mind of the prospect.
- Why should they pay any attention? Have you established your credibility? If not, there’s a great way to do so.
- Who is it by? You’d be amazed how many websites I see where it’s not clear who the photographer is or where they’re located.
- What’s in it for them? How will the prospect benefit from working with you as opposed to your local competition?
- What’s the site about? This isn’t such a great problem with photography websites, but it is worth restating the types of photography you offer, your services and products.
- Why should they care? This is all about making a personal and emotional connection with the prospect, and showing them how much you care about their needs and desires.
If you can answer these important five questions, especially in ways that produce emotions, then you’re well on the way to creating a great photographer bio page that can make a meaningful connection with your prospects. Also, check out how to write your about page for a case-study on exactly how to improve your about page.
To help you, I’ve got 7 ways you can turn your photographer bio and about page into a client attraction magnet.
- People work with folks who are like them
- Talk less about yourself
- Let your clients know what to expect from you
- Eliminate all unnecessary distractions
- Demonstrate why you do what you do
- Use the power of testimonials
- Use a strong call to action
#1: People Work With Folks Who Are Like Them
Your about page or photographer bio is a chance to talk to your prospects in ways that make deep emotional connections.
It also shows how alike you are in the way you value photography.
Assuming you both share the same beliefs about photography and the value it creates, this helps them to realize you are their best choice of photographer.
You can also demonstrate how the experience you provide differs from what they can expect from other photographers in the area in ways that get them excited about working with you.
By focusing on the emotional elements of what you offer instead of the number of photos or length of a session, you create a scenario where the price of your photography becomes less of a deciding factor.
If you place a high value on the experience, your prospects will naturally value your work much higher than they might otherwise, which is a huge win for you because you then have an effective weapon to stop cheap photographers from stealing your clients.
Your about page acts as a prospect filter, connecting with the people you want to serve, and sending away those who might not be a good fit for you.
This eliminates the wasted time you might have spent talking to unqualified prospects on the phone only to learn they’re not your client.
#2: Talk Less About Yourself
Have you ever been to a party or networking event and met that one annoying person everyone wants to escape from because they can’t stop talking about themselves?
I’m sure you’ll agree those kinds of people rarely make a positive lasting impression on those they come into contact with.
Your photographer bio and about page is like that networking event, and the best about us pages are the ones that talk less about yourself.
This doesn’t mean you can’t talk about who you are and what you do, but there are better ways to do it, one of which I explain in tip #6.
For now, it’s best to focus first on the most important person of all—your reader—and yourself a distant second.
It might seem counterintuitive to learn that your about page is more about your clients than about you, but this is the best way to answer the question in your prospect’s mind of “what’s in it for me?”
Take a look at the other photographers in your area. You’ll notice that those who like to compete only on price talk a lot about themselves, but the more expensive ones focus on the needs and desires of their clients.
#3: Let Your Clients Know What To Expect From You
One huge reason why people become dissatisfied with a product or service is when their expectations are not met, or somehow shattered.
It doesn’t matter if you fail to provide concrete expectations, because the prospect will form their own expectations of you and your photography based on whatever information they can find about you, and what they see other photographers doing in the industry.
Unless you want your prospects to define your business for you, it’s critical to give them a clear idea of what they can expect from you, not in terms of products, prices, or other material ways, but in the overall experience, the quality of your photography, and level of service you provide.
Your photographer bio page is a chance to do this effectively and for you to show how you’re different to the other photographers in the community at the same time, thereby communicating even more value.
If you want to charge what you’re worth, it’s worth remembering this important principle:
“Value” is not the same as “price”. But, your prospects WILL use their perception of the value you provide to decide whether or not the price you charge is worth it for them…
#4: Eliminate All Unnecessary Distractions
The best about us pages have more in common with sales pages than your regular content pages, or blog posts.
Remember, you’re aiming to sell yourself to your ideal clients, so you don’t want the page to get bogged down with the same distractions we might see on other areas of the website.
For example, keep the number of links on the page to a bare minimum. By links, I’m talking about everything from menu navigation links, social media links, and links to other websites.
Any external links you do have on this page should open in a new browser tab by using the “target=’_blank’” attribute. That will leave your about page still open in its own browser window, which the user can return to later.
The goal of your about page is usually to encourage prospects to join your email list, call you on the phone, or at least contact you by email to ask for more information. Most other actions should be considered secondary.
#5: Demonstrate “Why” You Do What You Do
It’s important to let your reader know WHY you do what you do.
This isn’t as easy as it sounds, and is something I frequently work on in-depth with coaching members during our coaching calls.
It’s not enough to make generic statements such as “I’m passionate about photography”. That’s something every photographer should be able to say, and clients have a right to expect nothing less than 100% commitment in the first place from their chosen photographer.
Instead, it’s important to think hard about what drives you to get up in a morning, day after day, to be a photographer no matter the circumstances.
For example, you may have another job working for other people, one you might not enjoy as much as being a photographer.
I know I used to, and I know the awful feeling you get when you wake up on a Monday morning and you think to yourself, “oh gosh, I really don’t want to go to work today – you know, I just don’t feel like it, there’s too much hassle or stress, and I’m just not looking forward to it one bit…”
Even when we’re in a profession we love, like photography, there will be days when you feel a bit less than on top of your game, or you feel a tired or stressed, but you still have to get up, put a smile on your face, and hit the floor running with the same passion and enthusiasm you did when you first started out.
Recommended reading: Start With Why by Simon Sinek
#6: Use The Power Of Testimonials
Earlier, I mentioned the need to keep the talk about yourself to a minimum, but this leaves the question of how to convey key information to your prospects, especially your unique factors.
The answer is to use testimonials, because they allow you to get your message across more effectively than you could by using your own voice.
The power of testimonials is simply that your clients can say all the things you wish you could say about yourself, but they can say it with a lot more credibility.
Time and again, the addition of quality testimonials has been shown to help a struggling photographer beat the cheaper photographers who might otherwise steal their clients.
Also, not many photographers realize that we have a lot more control than we think over what goes into the testimonials.
For example, it’s quite okay to write testimonials for your clients as long as you get them to approve the testimonials before you use them.
Every time I’ve written testimonials for my clients, I’ve had no problem getting their permission after explaining that I would love to use the photos from their session or wedding, for example, on the website, together with a few remarks from them.
I always explain that, since I know they’re very busy, I took the liberty of putting something together for them that I thought was appropriate. Then I ask if they would be okay giving me permission to use it. No one has ever said no and, in fact, they’ve often come back with another testimonial even better than what I wrote for them because it’s in their own words and sounds even more authentic.
#7: Use A Strong Call To Action
Most photographer websites I look at fail to include a clear and obvious call to action on their about me page.
Without something concrete for the visitor to take action on, then every effort so far has been wasted—the visitor will simply leave without a trace.
You should therefore include the next step you want the user to take on the road towards becoming a client with you, and make it as obvious as possible.
In fact, if you think it looks a little too obvious, it’s probably about right!
Once you start to feel a little uncomfortable with your marketing copy, that’s often a sign you’re on the right lines.
This is no time to get skittish or too conservative about the vocabulary you use on the page.
For example, I see a lot of what I call “prospect killer” phrases, or very weak calls to action.
In fact, I see them in all kinds of places, such as on Facebook or other parts of the website, not just on about us pages.
This includes such phrases as:
- “if you’re interested…”
- “don’t forget to…”
- “feel free to contact the studio…”
These are not assertive enough to generate definite action, and we need to get more aggressive here. Perhaps “aggressive” isn’t quite the right word; maybe more specific and forthright would be more accurate, but you get the idea.
Remember, your prospect may still be on the fence at this point, and it’s your job to persuade them to take the appropriate steps to get in touch with you, assuming of course that they are your ideal client to begin with.
One thing is certain at this point:
Without a clear call to action, your prospect will be have no reason to make a decision and could easily end up in the arms of your cheaper competition down the road…
Here is the training video from our recorded workshop class on how to turn your about page into a client attraction magnet.
If you experience any problems with the video please let me know and I’ll do what I can to help.
Here is the companion eBook for the video (right-click to download):
Right-click (ctrl-click on a MAC) and then choose “Save as…” to save the PDF file to your computer.